I rather just write a bash script. It's the lowest common denominator. Make may not be installed by default in many places and it has some weird syntax quirks that make it annoying to use IMO.
I like this style as well, we keep all our scripts in a ./bin directory, e.g. ./bin/lint.sh, ./bin/test.sh, etc. just as discoverable as make commands (run ls ./bin) and much easier to maintain.
If you really want make, you can also just call out to your bash scripts from make:
Here's an example of how I like to do my "bash scripts that sorta work like make": https://github.com/francislavoie/laravel-websockets-example/... basically each function is a "command", so I do like "./utils start" or whatever.